The recent Coldplay ‘kiss cam’ captured a seemingly innocent moment that turned out to be CEO Andy Byron appearing to be caught having an affair with employee Kristin Cabot.
The hilarious incident went viral, but it raised another question: could the person who recorded it earn a large sum of money from selling the video to the media?
Grace Springer, from New Jersey, posted the video on her TikTok account, and it appeared in multiple publications across the world.
Speaking to DailyMail.com, Dylan Davey, brand strategist and founder of The Social Inc, believes that Grace could earn up to $100,000 through licensing deals.
But is that correct? And what other considerations are there with this video?
Summary of the event
The story began with a video shared widely online. Grace was attending the Coldplay show at the Gillette Stadium in Foxborough, Massachusetts, when she recorded the kiss cam as it landed on a couple in the audience. The pair’s quick and awkward reaction to the camera immediately raised eyebrows and amused many.
'Oh, look at these two - either they're having an affair or they're just very shy,’ lead singer Chris Martin joked.
This unplanned moment, made even more noticeable by the singer’s reaction, quickly grew beyond a simple screen joke. Viewers on social media quickly identified the couple as important leaders from a major tech company who had seemingly been caught en flagrante enjoying an illicit concert together.
This discovery changed the short concert clip into a public drama, leading to company investigations and job problems for those involved. The video felt very real, and the couple's clear discomfort made it spread incredibly fast, leading to many discussions far beyond just entertainment news.
Who owns the moment? The tricky world of copyright
Before diving into how viral videos make money, it's essential to understand a key question: who actually owns the Kiss Cam video? Is it Coldplay themselves, the stadium where the concert happened, the company that put on the show, or even the person who captured it on their phone? This is a complicated legal area, and there isn't always a simple ‘yes or no’ answer and much more documentation would be required from several of the groups involved.
Generally, when something is recorded, the person holding the devices owns the copyright to that video. However, ownership becomes blurry when contracts and employment are involved.
In a much simpler world, the cameraman who was operating the Kiss Cam would own the copyright. However, the cameraman is undoubtedly employed by one of several companies involved with overseeing, managing, promoting and staging the Music of the Spheres World Tour.
In this case, Coldplay have an internal team that oversees tours, including Phil Harvey, the CEO, Mandi Frost in Management and Chris Kansy, the Production Manager. They are just three of more than 100 internal Coldplay staff working on the tour. There are 34 people just involved with video.
Further, there are several third-party businesses involved in the tour. These include PRG (Production Resource Group), which handles engineering and fabrication of elements like the inflatable LED spheres, as well as camera, switching, video, and LED services. TAIT is responsible for stage design and production, bringing the colourful and immersive stage setup to life. There is also the promoter Live Nation Entertainment as well as DHL overseeing logistics, moving equipment from one venue to the next.
If the Kiss Cam was operated by one of the Coldplay team, the ownership would reside with the band, or its legal entity, Coldplay LLP, a limited liability partnership registered in England and Wales.
If the camera was operated by one of the supporting companies, ownership would reside with them, unless, of course, there was a contract in place specifying that ownership of content created through the Kiss Cam resides with Colplay LLC.
Adding to the complications is the possibility that the stadium, which is operated by the multinational conglomerate Kraft Group, was operating the Kiss Cam. The Gilette Stadium also uses third-party vendors such as ANC Sports or Van Wagner, for providing jumbotron and video services at large-scale events.
However, as the Kiss Cam is an important part of the show, which Chris Martin is directly involved with during the performance, it seems most likely that Coldplay itself oversees that part of the show and therefore owns the rights to that video. Nothing is certain, until it is confirmed by Coldplay.
A debate on rights
As with all trending viral videos, they attract the attention of the media and video licensing agencies, which typically seek to obtain the sole rights to the video in order to maximise revenue through licensing it to broadcasters and production companies.
The recording of the Kiss Cam screen is akin to sitting on a sofa and recording a Premier League football game. Or visiting a cinema to watch the latest screening of Pirates of the Caribbean and recording Captain Jack as he sways across a ship.
There would be no debate over who owns the video in these cases - The Premier League and Walt Disney, respectively. Recording the screen and selling it could lead to prison in the case of the football game, or with the movie, being whacked over the head with a bottle by Captain Jack and thrown overboard to the sharks waiting below.
There could be a defence under the DMCA law in the United States, if the main focus of the video was not the recording of the football game of Jack Sparrow. For example, a pet dog knocks over a vase next to the TV screen, or a cinema intruder (Heaven forbid) runs amock through the aisles while the movie is playing in the background.
In both of these examples, the copyright-protected content would not take up the majority of the screen space and would not be the essence of the content. Titles of the video and captions would further emphasise this.
Bringing this back to the Coldplay Kiss Cam moment, the incident on the screen, and the act of having a ‘Kiss Cam’, are the clear points of the video. That content is the story.
In a video of the incident distributed by Storyful, which was recorded by the aforementioned Grace Springer, the Kiss Cam display takes up the majority of the screen real estate. However, the heads in the foreground and the concert rigging show that it is unfolding in a public space.
A video of the same incident from a different angle, which one leading broadcaster described as ‘the best view’, shows the circular screen from a larger distance, recorded in the upper rows of the stadium by Blake Boyer and distributed by ViralHog of Bozeman, Montana.
As concertgoers are permitted to record the band as they perform, and use their image on their own personal social media accounts, no doubt to show friends and family where they have been, it could be argued that the Kiss Cam is an extension of the band, and attendees are simply recording the concert production they have paid to attend.
Assuming that Colplay LLC is the owner of the Kiss Cam content, would they be liable to take action against a video that has generated a priceless amount of arguably favourable publicity for their tour? It seems unlikely but nothing is certain. Such a memorable moment would be a selling point for any future DVD release (Netflix!?) of the tour.
It seems preposterous that Coldplay would have to license and pay for a video of the content they created, and likely own, at their own concert, from a third-party agency. That could be the case, though. Look out for the documentary of the tour!
How this viral video could lead to big payouts
Putting aside copyright issues, could this simple video recorded on a phone at a concert turn into a potential moneymaker, possibly even reaching $100,000 or more?
'These kinds of clips do extremely well because they're real and authentic and in the moment, with no editing or agenda - you feel the emotion in the video, which is why it connected with a large audience and essentially went viral,’ says Dylan Davey.
However, despite the popularity of the clip, there is more involved than just uploading it online. Once the rights to the footage have been established, the next step involves strategically managing it.
When a video goes hugely viral, specialised companies, often called video agencies or content licensing platforms, frequently contact the person who recorded the incident. These companies want to acquire the video to license it to major news websites, TV shows, or large social media pages worldwide.
For Grace, the fan who captured the viral Coldplay moment, her video was distributed by Storyful. However, it's crucial to understand that not every deal for a viral video translates into a massive payout for the initial creator.
Even if a video is widely distributed by such a company, the terms can sometimes be non-exclusive and royalty-free. This means the company can use the video without paying the original creator.
Grace has previously told of making no money from uploading the video on the social media site - despite it getting more than 100million views.
Estelle Keeber, social media marketing expert and founder of Immoral Monkey, said: 'Grace's video may not have earned her money, but it's earned her a name. The question now is how she monetises that visibility.
'While Grace remains unpaid, plenty of other creators are now capitalising on her moment. Remixes, memes, commentary videos and reaction clips are flooding TikTok and other platforms, many by accounts that are monetised.'
Grace also asked her followers to 'help me pay my student loans' by putting her Venmo and Cash App details in her TikTok bio so they could transfer her money.
All of this suggests that she is yet to receive any payment for her video, even though it has become one of the standout clips of the year.
Although Grace is yet to earn money from her clip, the potential for significant earnings, even six figures, is very real for creators who strategically manage their content by partnering with the right experts.
This is where specialised companies become vital. They act like powerful agents for a video, transforming a simple phone recording into a valuable asset.
Here’s how such an agency makes it possible for creators to earn substantial sums
Global distribution network
Unlike an individual trying to sell a video, a professional video agency has established relationships with hundreds of major media outlets across the globe. They have direct contacts with news channels, online publications, TV shows, and advertising agencies in various countries.
For instance, a leading platform like ViralPress clearly states they send creators' videos to major news organisations such as the BBC, New York Post, Daily Mail, and Reuters. This extensive network means your video can be licensed and used multiple times by different companies in various regions, significantly multiplying its earning potential. Every time it's used by one of these major media groups, the creator gets paid. This broad reach is key to achieving high earnings.
Expert licensing and negotiation
This is where the real money-making expertise of an agency comes in. When a video goes truly viral, there's a rush from media companies to use it. While an individual might get a few direct offers, an agency understands the true market value of the footage. They skillfully negotiate the best possible licensing fees, ensuring that you, the creator, get a fair and maximised share of the money.
They handle all the complex contracts, legal checks, and paperwork, which would be overwhelming for someone without legal and media industry experience. This professional negotiation can turn a small, one-time payment into substantial, ongoing revenue, moving their income into a considerably larger amount.
Revenue maximisation across platforms
A video agency knows how to make the most money from content across all possible platforms, not just traditional news outlets. They can license your video for digital news articles, impactful social media campaigns, television broadcasts, documentaries, and even commercials. Each type of usage commands a different fee, and an agency ensures your video is leveraged across all available channels to maximise earnings. They are set up to track and manage multiple payments from various sources, making sure every authorised use of your video is properly accounted for and paid.
Copyright protection and enforcement
Once a video goes viral, unauthorised copies and uses often pop up everywhere online. A reputable agency actively monitors for illegal use of your content and takes strong steps to protect your copyright. This not only prevents others from profiting from your work without permission but can also lead to additional earnings from copyright infringement settlements. This active protection is critical for long-term monetisation and securing the full value of your viral content.
For someone like the person who filmed the Coldplay clip, partnering with a video agency could theoretically transform a casual concert video into a significant financial windfall, potentially reaching $100,000 or more. While Grace herself might not have specifically pursued this comprehensive monetisation path for her viral video, her case highlights that the full earning potential of such content often requires professional assistance.
A platform like ViralPress, for instance, provides a clear pathway for creators to upload their original, unedited clips, expertly handling the complex process of global licensing and ensuring fair payment from major news and media companies. This professional approach to distribution and negotiation is precisely why experts suggest that with the right viral content and agency partnership, earnings of $100,000 or more are indeed a tangible possibility in the dynamic world of user-generated media.
In essence, while the exact money from a viral video varies, a significant payout is achievable. Crucially, owning your video's copyright is the first step, but partnering with specialised video agencies truly unlocks its maximum financial value. If you're a creator looking to sell your video online, protect your rights, and be paid fairly for your story, exploring how a trusted video agency like ViralPress can assist you could make the difference between a viral moment and a valuable opportunity.
